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THE 2017
Amazon
VIRTUAL SUMMIT
Presented BY:
AMAZON SUMMIT LOGISTICS
11am PST / 2pm EST EACH DAY
3-DAY EVENT | 2/28, 3/1 & 3/2
ALL 3 DAYS ARE BEING RECORDED & SENT OUT...
AMAZON SUMMIT LAYOUT
Maximizing Your Amazon Product
Discoverability via Content Optimization
Price Wars: Overtaking Your
C...
Find More Traffic, Find More Sales
By: Jeff Cohen
14+ Years
Experience in
e-Commerce
Former
Founder and
GM of
Textbooks.com
Executive
Team Member
of Seller Labs
Amazon Sellers - Software Developers
Over 15,000 Active
Amazon Sellers
Managed Over $7 Billion
Amazon Sales 2016
Started a...
Get More
Reviews!
Get More
Sales
Optimize
Your Listings
Manage PPC
Account
Analytics
What We Will Learn Today
● Amazon Marketing Services
● Optimizing Sponsored Product Ads
● Other Peoples Traffic
● Generati...
Before We Start…
We Must Optimize
Already learned to
optimize for search
Poor Listings = Poor Search
Marketing Report
November 2015
Good Listings = Good
Search
Marketing Report
November 2015
If you don’t tell Amazon
what your product does,
it will never rank for that
term.
For Traffic, You Must
Optimize For Conversion
Top Ranking Product
Horrible Converting Text
Reviews Give You The
Answer
Increased Page
Conversion by 10 Points!
Not 10%, 10 Points
Quiz:
Are you using Amazon
Marketing Services?
Amazon Marketing
Services
Getting Started
1. Vendor Central or Vendor Express
2. Get a Purchase Order from Amazon
3. Start Developing Your AMS Ads
Own Top Real Estate
Advantages to AMS
Quiz:
Are you using Sponsored
Product Ads?
Traditional PPC Model
Auto Campaigns
(7-10 Days)
Move Good
Performers to Exact
Match
Optimize and Repeat
Auto Targeting
Anything Amazon Thinks
• Fruit cutter
• Pineapple slicer
• Apple slicer
• Kitchen gadgets
Match Type
Broad Phrase Exact
• Slicer for
cutting apples
• Apple cutter
• Red cutter for
slicing apples
• Red apple
slice...
Traditional PPC Model
1. Cost money to experiment
2. Costs time to get the right keywords
3. Waiting for Amazon to tell yo...
Auto Target Campaign
Limitations
1. You pay to learn what is good or bad
2. Costs time to get the right keywords
3. Contai...
Now You Can Run
Campaigns That Matter
How To:
1. Selected keywords that drive sales to
your product or your competitor
2. Create a phrase or broad campaign
3. L...
Use Competitors Data!
Case Study
Launch Amazon PPC bypass
the whole automatic targeting
hassle of finding converting
keywords, and see an overal...
Case Study
Auto Targeted
Nov 15 – Feb 3
Manual Target
w/Scope Data
Feb 3 – Feb 23
Quiz:
Do you run facebook
ads?
Driving Traffic From
Facebook
Target Ads
1. Target based on interest
2. Target based on groups
3. Target based on demographics
4. Target based on previo...
Facebook Ads
Coupon Landing Page
1. Promote with a coupon
2. Capture an email address
3. Set a retargeting pixel
4. Build an email list
Tips for Campaigns
Tips for Promotions
1. No Promotion In Exchange for Reviews
2. Set Max Order Quantity
(max.sellerlabs.com – free tool)
3. ...
Connect w/Influencers
1. Video – gen.video, famebit, youtube
2. Bloggers
3. Instagram
Sellerlabs.com/summit
May 2 & 3
Atlanta, GA
Live Event for Professional Sellers
PPC Management
SellerLabs.com/Summit
Optimization & PPC
Landing Page
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
The 2017 Amazon Virtual Summit: Day 3
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The 2017 Amazon Virtual Summit: Day 3

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Amazon Marketing Services – The New Frontier
Optimizing Your Sponsored Product Ads
Leveraging Other People’s Traffic
Creating Promotions that Convert
Live Walk-Through and Open Q&A

Published in: Retail
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The 2017 Amazon Virtual Summit: Day 3

  1. 1. THE 2017 Amazon VIRTUAL SUMMIT Presented BY:
  2. 2. AMAZON SUMMIT LOGISTICS 11am PST / 2pm EST EACH DAY 3-DAY EVENT | 2/28, 3/1 & 3/2 ALL 3 DAYS ARE BEING RECORDED & SENT OUT HAVE A QUESTION? SUBMIT IN CHAT BOX MORE RESOURCES IN ‘HANDOUTS’ SECTION
  3. 3. AMAZON SUMMIT LAYOUT Maximizing Your Amazon Product Discoverability via Content Optimization Price Wars: Overtaking Your Competitors On Amazon Finding More Traffic, Finding More Sales DAY 3 DAY 2 DAY 1
  4. 4. Find More Traffic, Find More Sales By: Jeff Cohen
  5. 5. 14+ Years Experience in e-Commerce Former Founder and GM of Textbooks.com Executive Team Member of Seller Labs
  6. 6. Amazon Sellers - Software Developers Over 15,000 Active Amazon Sellers Managed Over $7 Billion Amazon Sales 2016 Started as Multi-Million Dollar Amazon Sellers
  7. 7. Get More Reviews!
  8. 8. Get More Sales
  9. 9. Optimize Your Listings
  10. 10. Manage PPC
  11. 11. Account Analytics
  12. 12. What We Will Learn Today ● Amazon Marketing Services ● Optimizing Sponsored Product Ads ● Other Peoples Traffic ● Generating Promotions ● Q&A
  13. 13. Before We Start…
  14. 14. We Must Optimize
  15. 15. Already learned to optimize for search
  16. 16. Poor Listings = Poor Search
  17. 17. Marketing Report November 2015
  18. 18. Good Listings = Good Search
  19. 19. Marketing Report November 2015
  20. 20. If you don’t tell Amazon what your product does, it will never rank for that term.
  21. 21. For Traffic, You Must Optimize For Conversion
  22. 22. Top Ranking Product Horrible Converting Text
  23. 23. Reviews Give You The Answer
  24. 24. Increased Page Conversion by 10 Points! Not 10%, 10 Points
  25. 25. Quiz: Are you using Amazon Marketing Services?
  26. 26. Amazon Marketing Services
  27. 27. Getting Started 1. Vendor Central or Vendor Express 2. Get a Purchase Order from Amazon 3. Start Developing Your AMS Ads
  28. 28. Own Top Real Estate
  29. 29. Advantages to AMS
  30. 30. Quiz: Are you using Sponsored Product Ads?
  31. 31. Traditional PPC Model Auto Campaigns (7-10 Days) Move Good Performers to Exact Match Optimize and Repeat
  32. 32. Auto Targeting Anything Amazon Thinks • Fruit cutter • Pineapple slicer • Apple slicer • Kitchen gadgets
  33. 33. Match Type Broad Phrase Exact • Slicer for cutting apples • Apple cutter • Red cutter for slicing apples • Red apple slicer • Plastic apple slicer • apple slicer stainless steel • Apple slicer • Aple slicer • 8 apple slicer • An apple slicer Broad Phrase Exact
  34. 34. Traditional PPC Model 1. Cost money to experiment 2. Costs time to get the right keywords 3. Waiting for Amazon to tell you what works
  35. 35. Auto Target Campaign Limitations 1. You pay to learn what is good or bad 2. Costs time to get the right keywords 3. Contains ASIN’s 4. Takes a long time due to sales lag
  36. 36. Now You Can Run Campaigns That Matter
  37. 37. How To: 1. Selected keywords that drive sales to your product or your competitor 2. Create a phrase or broad campaign 3. Long tail keywords that otherwise would not be included in your list
  38. 38. Use Competitors Data!
  39. 39. Case Study Launch Amazon PPC bypass the whole automatic targeting hassle of finding converting keywords, and see an overall ACoS of 20-30% in the first week! With a lot of the keywords resulting in 3-10% ACoS! “I'm definitely a raging fan, and I'll be sending everyone I know that wants to succeed in this business straight to scope as a must have!”
  40. 40. Case Study
  41. 41. Auto Targeted Nov 15 – Feb 3
  42. 42. Manual Target w/Scope Data Feb 3 – Feb 23
  43. 43. Quiz: Do you run facebook ads?
  44. 44. Driving Traffic From Facebook
  45. 45. Target Ads 1. Target based on interest 2. Target based on groups 3. Target based on demographics 4. Target based on previous purchases
  46. 46. Facebook Ads
  47. 47. Coupon Landing Page 1. Promote with a coupon 2. Capture an email address 3. Set a retargeting pixel 4. Build an email list
  48. 48. Tips for Campaigns
  49. 49. Tips for Promotions 1. No Promotion In Exchange for Reviews 2. Set Max Order Quantity (max.sellerlabs.com – free tool) 3. Add interesting photos and compelling copy
  50. 50. Connect w/Influencers 1. Video – gen.video, famebit, youtube 2. Bloggers 3. Instagram
  51. 51. Sellerlabs.com/summit May 2 & 3 Atlanta, GA Live Event for Professional Sellers
  52. 52. PPC Management SellerLabs.com/Summit Optimization & PPC Landing Page

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